Ever wonder what it takes to build trust with potential clients over 25 years in business? Here’s a hint: it’s not what most agencies are doing today.
In our latest podcast episode, I sat down with Cathy Coloff, founder of IT Radix, who’s been helping small and medium businesses navigate technology since the late ’90s. What she shared about building lasting client relationships, and the surprising marketing tool that’s been her secret weapon, will change how you think about standing out in a crowded market.
The Printed Newsletter That Changed Everything
You’re probably thinking, “Printed newsletters? In 2025?” But here’s what Cathy discovered that most service providers miss entirely.
When IT Radix launched in 2008 during one of the worst economic downturns in recent history, Cathy knew she needed something different. While her competitors were cutting marketing budgets and going digital-only, she doubled down on something counterintuitive: a monthly printed newsletter.
“I have literally walked in on sales opportunities where the person has a stack of our newsletters on their desk and says, ‘I’ve been getting your newsletter for years. We weren’t ready then, but we’re ready now. And you’re one of those places I called,'” Cathy explained.
The results speak for themselves. From one customer in 2008, IT Radix now serves hundreds of clients across New Jersey with a newsletter distribution of over 1,500 subscribers.
Here’s why it works:
- Physical presence creates mental imprinting – Even if clients never read it, your logo and company name get burned into their memory
- Consistency builds trust – Monthly delivery shows reliability (crucial for service providers)
- Educational content positions you as the expert – Not sales-focused, but genuinely helpful
- It’s completely different – In a world of digital noise, physical mail stands out
The newsletter covers practical IT topics mixed with fun elements like trivia and cartoons. Think “Five Questions to Ask Your IT Provider Now” alongside browser tips and phishing email guidance.
When AI Becomes a Double-Edged Sword
If you’re a service-based business owner, you’ve probably wondered how AI will impact your industry. Cathy’s perspective as someone who’s navigated technology changes for decades is eye-opening.
The Good News About AI:
AI is already making IT services more effective. IT Radix uses AI for virus scanning, alert filtering, and even billing analysis. “We got a bill from one vendor and it’s recurring. We’re using AI to help us analyze those bills and identify the differences, so now you can focus on what changed and does that make sense,” Cathy shared.
The Scary Reality:
But AI has also made cyber threats more sophisticated than ever. Scammers can now create incredibly convincing phishing emails by copying your writing style, email signatures, and conversation patterns from compromised contacts.
“If they even get one email that came from your organization, they can lift your signature, lift the contents of an existing email. They know how you talk, what you were talking about, and they’ve got everything they need to craft a very effective phishing attempt,” Cathy warned.
The Bottom Line for Business Owners:
AI isn’t going to replace jobs, it’s going to help people do their jobs better. But only if you approach it strategically with proper security measures in place.
The Security Mistakes That Could Kill Your Business
According to Cathy, these are the biggest security mistakes small businesses make:
Mistake #1: “I’m Too Small to Be Targeted”
This is dangerous thinking. Cybercriminals target small businesses specifically because they’re often the pathway to bigger clients. You’re not too small, you’re the perfect entry point.
Mistake #2: Security Fatigue
Business owners get tired of hearing about security and stop reinforcing it with their teams. “I know I do. I’m so sick of talking about security it’s not even funny. But I know I have to because when you stop talking about it, that’s when things happen,” Cathy admitted.
Mistake #3: Seeing Security as an Expense Instead of an Investment
When a security breach happens, Cathy has seen clients spend weeks dealing with the fallout. “Between myself and the client and maybe two or three people at their company, easily a week or two weeks worth of time dealing with that. Let’s just pretend it’s 40-80 hours at $100 an hour. You could have paid for the security solution ten times over.”
The real cost? Some breaches result in quarter-million to half-million dollar legal and investigation fees.
Practical Steps to Protect Your Business Today
Step 1: Education is Your First Line of Defense
“The biggest risk is the people, the butts in the seats. They’re the ones clicking, opening, saying ‘oh, it’s an email from someone I know.'” Train your team regularly, and keep reinforcing security awareness.
Step 2: Implement Multi-Factor Authentication (MFA) Everywhere
Use MFA on every single account that supports it, your Staples account, Amazon, everything. “You want to have multiple ways of authenticating yourself,” Cathy emphasized.
Step 3: Set Up Detection and Response Systems
You need protection at two levels:
- Workstation level – Traditional endpoint protection
- Cloud application level – Often overlooked but increasingly critical
Step 4: Be Smart About Single Sign-On
While convenient, single sign-on can be risky. If that one account gets compromised, hackers potentially have access to everything connected to it. Cathy’s advice: “Pick your silos wisely. Keep your bank separate from your credit card, keep anything with money separate.”
Step 5: Consider a Password Manager
Yes, it puts all your passwords in one place, but when combined with MFA, it’s much safer than reusing weak passwords across multiple accounts.
The Evolution of IT Support: What This Means for Your Business
Here’s something fascinating Cathy shared: the types of IT problems have completely evolved. Instead of hardware failures, most issues now stem from complex software interactions and networking problems.
“The types of questions, the complexity of what we’re getting asked has stepped up at least a notch, if not two notches above what it used to be,” she explained.
What this means for you:
- Simple IT problems are increasingly automated or easily solved
- When you need help, you need sophisticated expertise
- The “level one” support model is becoming obsolete
- Choose IT partners who can handle complex, interconnected challenges
Why This Matters for Service-Based Businesses
Whether you’re running an IT company, design agency, consulting firm, or any service-based business, Cathy’s approach offers valuable lessons:
Trust is built through consistency, not flashy campaigns. That monthly newsletter has been IT Radix’s number one marketing tool for over 15 years.
Education beats selling every time. When you consistently provide value without asking for anything in return, clients remember you when they’re ready.
Being different isn’t just about standing out: it’s about being memorable. In a digital world, physical mail creates a completely different experience.
Security isn’t just an IT issue: it’s a business continuity issue. One breach can derail weeks of productivity and cost exponentially more than prevention.
Connect with Today’s Experts
Ready to learn more from Cathy Koloff?
- Website: it-radix.com
- Facebook: IT Radix (without hyphen)
- LinkedIn: IT Radix (without hyphen)
Follow IT Radix for their “Talk Nerdy to Me” tips and monthly newsletter content that keeps businesses secure and productive.
Want to hear more expert insights like this?
- Website: lyoncreatives.com
- Instagram: @lyon.creatives
- LinkedIn: @lyon-creatives
Subscribe to “This Might Get Creative: Behind the Brand” podcast for more conversations with local business owners and entrepreneurs sharing what makes their businesses stand out.
Don’t let your business become another statistic. Whether it’s implementing better security measures or rethinking your marketing approach, the time to act is now. Your future clients: and your peace of mind( depend on it.)
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